An Alternative Model
for Hill Tribe Tourism

Community-Based Tourism

Growing concern about the fate of Thailand's oldest and most traditional communities prompted some prominent members of the Thai tourism industry to consider how the devastating effects of tourism could be stopped, and potentially reversed. Just a few years ago, they asked PDA to help them develop a new model of tourism for these villages. After many months of selecting villages with potential for tourism, PDA chose Ban Lorcha.

Located on a busy highway susceptible to tourist traffic about 60 km from Chiangrai, Ban Lorcha had already been receiving tourists by the vanloads. Like all other villages, the community was unorganized and unable to benefit or participate in the activities taking place in their own village. Representatives from PDA's Chiangrai office conducted several meetings with villagers to prepare them for the project. The villagers decided how to share benefits and assigned specific tasks to persons directly involved in the project. Meanwhile, PDA provided training in accounting and bookkeeping. Funds were loaned for physical infrastructure to better accommodate and educate visitors toilets, guarded rails and information boards.

Benefits to Ban Lorcha

Visitors pay an entrance fee of 40 baht (less than one U.S. dollar) for a tour with a village chaperone, although most foreign visitors are happy to donate more once they experience the warm welcome and see the diligence of villagers making crafts for supplementary income. During the tour, visitors get the opportunity to observe rarely seen events such as village dance, metal working, weaving, rice pounding and traditional Akha games.

All income goes to the villagers. Those taking the opportunity to act as guides can earn about 70 Baht per day for their service. However, some villagers not directly involved in the project are still selling bracelets, belts and shoulder bags, which they embroider for sale to tourists. A few of these villagers are able to generate more income from selling handicrafts than from farming.

PDA has noted several changes in the village since the project began. Villagers are no longer embarrassed to wear their traditional attire, possibly because of the increased interest in their culture. Visiting TV stars have even worn the costumes to honor them. Meanwhile, activities such as weaving have experienced a revival. Although it is almost a lost art due to the ease of purchasing modern cloth, one elderly villager suggested demonstrating weaving for the tourists. Her daughter has now taken up the skill.

First-Hand Visit to Ban Lorcha

After a 40-minute drive northwest from the bustling city of Chiangrai one Sunday, we arrived at Ban Lorcha and were greeted by our tour guide, 22-year-old Mrs. Rattana. Several shy, giggling school-age children had also arrived for the tour.

Wearing a colorful head dress and jacket made seven years ago by her mother, Rattana led us to a simple hut with a great selection of embroidery work, puppets and basketry for sale inside.

Next, we observed the village blacksmith at work, pounding and sharpening implements and tools for use in the village. One simple machete takes about 2 days to complete.

Several villagers greeted us with music and a simple dance, where everyone walked single file and kept the beat with help from a percussion instrument made of a bamboo pole tapped on a tree trunk. The villagers were very eager to please and wouldn't end the entertainment until the visitors applauded.

We were led up a steep hillside, further into the village, were we spotted a black female pig and all her piglets taking a siesta under a raised house. Soon we arrived at a simple, bamboo-framed cotton textile loom where a few of the village women weave long narrow textile length for leggings, sleeves and jacket pieces for the other villagers. The weaving had only been revived when one of the elderly women asked the PDA to pay for the initial cost of buying the weaving warp and whep threads for the simple loom.

An overhead roof was built to shade the weavers from the hot sun. The weaver stands and pushes the loom pedals with her feet while her hands send the shuttle back and forth. It certainly looks like a physically exhausting process to weave only 1 meter a day. The textile is dyed an indigo blue color. A plant just happens to be growing near the loom for easy viewing.

As we walked back to the entrance, there was a crowd of villagers, all ages, enjoying a snack of steamed rice starch cut into palm size squares served in green banana leaves. It has been sweetened with sugar. And judging from the repeat buys and big smiles, the snack is a popular hit.

About...PDA

PDA was founded more than 10 years ago to promote family planning and contraception. Activities have branched out into other community services over the years. PDA now has 17 branch offices throughout Thailand that provide healthcare services to children and adults, occupational training, and provisions of relief supplies and basic facilities such as water systems for villagers.

To arrange a tour of Ban Lorcha combined with other sightseeing spots in the area, contact The PDA Tour office in Chiangrai. Representatives can arrange half day or full day tours. The center also offers a restaurant and an informative museum focusing on hilltribes, the importance of bamboo and the history of opium in southeast Asia.